"The traditional toilet brush is a fundamentally flawed design – they don’t clean efficiently, they clog-up easily, they drip everywhere, they result in excessive use of cleaning chemicals and water, and ultimately people hate the sight of them!" said Garry Stewart, inventor of LooBlade.

"I knew there had to be a better way, and that’s what led to the design of LooBlade. It’s a superior product in every way and I hope that the Kickstarter community agree and will help me bring it to market."

It is claimed that LooBlade does not get clogged up like the bristles of a brush and has hydrophobic properties that sheds water and dries quickly. It reaches under the rim with ease, and contains an anti-microbial additive that helps kill 99.9% of germs, both during and after cleaning. A ‘hollow-point’ head feature also helps act as a plunger to clear blockages, and the holder design allows for free air flow to ensure no residual water collects.

The anti-microbial properties of the blades mean that germs are killed outright, so there is no need to use bleach to disinfect it. In addition the clog-free nature of LooBlade means that the multiple flushes often used to attempt to clean a brush are no longer necessary.

Finally, the disposable attitude towards toilet brushes means that they are typically replaced at least once a year, if not more often, creating unnecessary land-fill. Each LooBlade comes with a 3-year guarantee.